Singapore: Dr Vijay Mallya, the iconic Indian business tycoon and Chairman of the UB Group, shared his philosphy on building brands effectively at the inaugural World Effie Festival in Singapore on February 28.
Dr Mallya was addressing a gathering of advertising agency executives, marketers and communication professionals at the World Effie Festival 2008.
Recepient of the Impact Person of the Year award 2007 for building the Kingfisher brand into a premium air travel brand, Dr Mallya passionately spoke about Kingfisher being a lifestyle brand and platform.
Dr Mallya remarked in a jocular manner that he was not sure that there could be a Budwieser Airlines or a Heineken Airlines.
He exhorted the audience and professionals in the branding and communication domain to create a brand personality so that there could be a more compelling reason to associate with the brand.
On being asked why Indian brands were not making impact globally, Dr Mallya said that going forward, this could happen if the product quality was in sync with the brand promise. Sharing an example, he said that Raymonds as a brand could be extend into a globally relevant brand.
According to Dr. Mallya, positioning of the Kingfisher brand as King of Good Times was working well and earlier the media and consumers took him as the King of Good Times as default and now by design he was epitomising and being the brand ambassador of Kingfisher brand.
Talking about the future of the airline business in India and Kingfisher Airlines, Dr Mallya said that research had showed that Deccan as a brand was a liability and once they improved the quality of service to Kingfisher’s standards, there could a unified airline under the Kingfisher brand.
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